Understanding Online Consumer Behaviors

There’s been a rapid evolution in online consumer behavior.

This evolution is the byproduct of drastic changes in ecommerce as a result of the COVID-19 pandemic. Launching ecommerce in the future far beyond any reasonable or predictable expectations, COVID-19 triggered a new age of retail.

This new age of retail is marked by the transition of the customer buying experience from brick-and-mortar shopping to online shopping. And it occurred much more quickly and on a much larger scale than ever anticipated.

To be successful, ecommerce companies need to understand new trends in consumer shopping behavior stimulated by the pandemic. What drives customers is different than it was. Thinking through the entire end-to-end ecommerce shopping experience, what are consumers expecting now? Moreover, what can retailers do to meet new expectations brought on by this rapid and drastic shift in ecommerce?

Before examining new trends in ecommerce and how to meet consumer demand, it’s important to understand online consumer behavior.

How to meet modern online shopping expectations

The key to success for retailing in ecommerce is understanding the evolving and complex trends set forth by consumers. For retailers, meeting and exceeding customer expectations defined by ever-evolving online shopping trends are antecedents to creating the best customer journey possible.

So how can ecommerce retailers keep up with the drastic changes and demands catalyzed by the COVID-19 pandemic?

Sell across multiple platforms

Retailers aren’t going to find success online unless they meet consumers where they are. And in today’s marketplace, that means selling across multiple ecommerce platforms.

According to these worldwide ecommerce statistics by Statista, in 2020, online marketplaces accounted for the largest share of global online purchases. And while necessary, it can be difficult to manage sales and inventory when selling on multiple sites.

Using a system such as Linnworks Multichannel Listing Software will connect, manage, and automate commerce operations. A system like this allows retailers to meet consumers wherever they shop, providing convenience and capitalizing on as many revenue opportunities as possible.

Provide faster shipping

With the rise of ecommerce conglomerates, like Amazon, able to ship items quickly, consumers have come to expect transparent and convenient expedited shipping options from all of their online retail shops. Plainly stated, consumers want their products quickly and cheaply. And they’re willing to prioritize retailers who can make these expectations a reality.

In 2021 and beyond, it’s essential to offer customers the fastest shipping possible. As a global logistics platform, ShipBob works to make that a reality with distributed warehouses and logistics automation.

Offer a simple return process

The customer journey doesn’t end when a purchase is made. To keep customers loyal after they check out, post-purchase services and interactions need to be as frictionless as possible.

This means offering a simple and convenient return process. ShipBob allows customers to generate return shipping labels and track returns all from one dashboard. An all-inclusive system such as this also enables returns items to be processed and put back into available inventory as efficiently and as seamlessly as possible.

Create a personalized buying experience

Consumers want to conveniently see recommended products that fit their specific needs or solve a problem they’re experiencing — without having to dig deep.

To do this, marketers need to create a targeted and personalized buying experience based on data from search, viewed, and purchase history. Demographic data like location and email can also help determine customer needs or problems they need help solving. A cross channel marketing platform can make this a scalable, automated process.

Then, this data collected should be analyzed and applied to create the most customized online shopping experience possible that meets the customer’s needs or solves the problem.

Upgrade the mobile shopping experience

According to Statista, consumers spent 31% of digital ecommerce dollars on mobile devices. That amounts to 47.8 billion US dollars. Recent online behavior statistics like that can’t be ignored.

Retailers need to ensure that their mobile channels — both websites and apps — rival that of the traditional desktop experience. The mobile shopping experience should offer convenience by the ease of use. And it should include frictionless touchpoints and positive micro-interactions throughout the buyer’s journey.

Include easy-to-locate product reviews

Consumers want to know the quality of what they’re purchasing, and they don’t want to look far to find out. 38% of consumers feel online reviews are critical when deciding whether or not to make a purchase. (Age also plays a vital role in review expectations, with younger age groups expecting more reviews than older ones.)

Retailers should display online reviews in easy-to-find locations for as many products as possible. The less searching a customer has to do, the better. If consumers have trouble finding reviews, they’re more likely to move on to another retail site where they can conveniently read reviews before making a purchase.

Offer flexible payment options

If the buying journey’s final steps are complicated and inconvenient, consumers will likely skip making a purchase altogether. In fact, 9 in 10 of respondents surveyed by Linnworks replied they expect flexible payment options when checking out of online shops.

To meet this expectation, retailers need to offer ”buy now, pay later” options and guest checkouts to make this component of the customer buying journey as convenient as possible.